Abstract
This work presents an examination into the “service recovery paradox” and the “double deviation” by problem type in a large sample hotel study. The service recovery paradox is the suggestion that a service recovery may result in a higher intent to return and/or overall satisfaction than if a problem had not been experienced. The double deviation refers to the significant negative effect on intent to return and/or overall satisfaction from a failed recovery effort. Both of these phenomena have been debated in previous research using either experimental design or a single problem type sample. This work is the first to address the phenomena using a large sample problem type approach. The results indicate that the service recovery paradox does not exist “in total” but does present itself on a specific problem type. The double deviation is shown to more severe for certain problem types than for others.
Highlights
In Zeithaml et al [1] initial work on the development of a service quality model, reliability was cited as the most important dimension in each of the four industries studied
Food and beverage experience and other are more difficult to analyze because of the uncertainty regarding the initial problem but both problem types display the recovery characteristics of tangible, product-related problems. These results clearly show the evidence of a service recovery paradox, but only for specific problems that are resolved in a manner where the recovery has gone “above and beyond” expectations
It is intuitive that certain problem types have different impacts on intent to return
Summary
In Zeithaml et al [1] initial work on the development of a service quality model, reliability (the ability to perform the promised service dependably and accurately) was cited as the most important dimension in each of the four industries studied. They state that, “the most important thing a service company can do is be reliable... As defined by Getty & Getty [2] reliability means performing the service right the first time. A failure in any aspect of reliability results in an experienced problem. It is intuitive to conclude that the experience of a problem will affect overall satisfaction and intent to return
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